Nike needed a partner to successfully launch their new approach to everyday wellness and movement across the globe, extending the same reach they have in domestic markets to international audiences. Funkhaus became that partner with this project built on the foundational platform of the launch of a new walking shoe — the Motiva — which served as a way to activate a new wellness initiative in the domain of women’s activewear and to harness the power that Nike Trainers have to reach audiences far and wide.
Nike
Agile creative strategy and content for Nike’s global wellness launch
Nike Agile creative strategy and content for Nike’s global wellness launch
Photo by: @unruhjones
We all know Nike as the brand for apex athletes, with campaigns that continually inspire us by showcasing what we’re able to achieve if we train hard. With this campaign’s focus on walking as a key to wellness, we were excited to help creative direct a campaign strategy that reminds audiences that they own all facets of the movement space, and that they’ve always truly been the original lifestyle brand.
Strategy
Tailored strategies that reach goals through compelling stories
To help the Nike team achieve creative continuity across campaigns that span the globe, Funkhaus conceived a strategic framework that promotes walking as an essential element of health and wellness and utilizes the extensive existing network of Nike Trainers to create content tailored to their audiences.
Each creative direction we pitched under this framework was built on the idea that walking is more than exercise — it’s also a way to connect, discover, and appreciate the world around you.
The winning concept was centered on walking as a throughline in your day, and asked trainers to focus their content on the moments of transition they encounter during their day, showing how those moments connect them to their world and how they walk through them.
"It was clear from our first conversation with Funkhaus that they are a team with deep expertise and no egos."
Danielle Lee, Nike Women’s Digital APLA
Creative Direction
Preparing trainers as they step out to create content
Having taken a close look at Nike’s existing work in target markets, we crafted a creative brief that guided trainers through their content creation process, clearly and concisely laying out the purpose of the campaign and directing trainers on the footage we wanted them to capture as they walked between their activities.
This stage was about balance: finding the sweet spot between allowing trainers to show their personalities and think outside the box and standardizing content to preserve the strength of the Nike brand, ultimately yielding high quality work that aligned with who Nike is and where they want to be.
"The Trainer + Product playbook we delivered was clear, actionable, and inspiring and our final audience of trainers said it was the best direction they’d received...We couldn’t have asked for a better outcome than this."
Danielle Lee, Nike Women’s Digital APLA
Content
Final cuts that move the campaign forward
With the collected footage, we created final videos for a select number of top Nike trainers, which served as hero examples to be sent to a larger group of over 200 trainers along with a final brief. These videos were shared on trainer’s individual channels, as well as main company accounts like Nike Seoul, which was a goal of our Nike team collaborators.
At this juncture, we focused on quality control, making sure that our final cuts rose to the level of being featured on a Nike brand channel while still retaining the unique personality of the trainer.
